Directed by Andree Ljutica and developed through Studio Lellow, Will Meets Way launched Alibaba.com’s first U.S. brand campaign by centering the lived experiences of three American entrepreneurs. From eco-conscious toothbrushes to magnetic toys and pickleball paddles, each story charts the evolution of a small idea into a scalable product—made possible through global manufacturing networks. The films were crafted with a visual language that balances realism and restraint, emphasizing process over polish. Rather than glorifying success, the campaign lingers on the fragility and perseverance that define early-stage entrepreneurship, positioning Alibaba.com as an enabler of quiet ambition and material progress.
Alibaba.com — “Will Meets Way”












